Category Archives: Ephemera and posters

To celebrate Music Month in 2017, here’s a brief look at a collection of papers relating to a local Dunedin label.

Post by Amanda Mills, Hocken Liaison Librarian, Curator Music and AV

Various Xpressway tapes. Hocken Music and AV collections

Xpressway Records began life as a cassette-only label in late 1987/early 1988, run out of Bruce Russell‘s home in Port Chalmers. Russell – archivist, writer, musician (in A Handful of Dust, and The Dead C) – began Xpressway Records with help from fellow musicians Peter Gutteridge, Alastair Galbraith and Peter Jefferies following Flying Nun’s 50% acquired by Mushroom Records. Russell worked for Flying Nun in their Christchurch offices for a time in the 1980s, and saw the label was moving away from its original ideals with the merger. The acquisition by a major label meant attention was focused on more commercial Flying Nun acts, and many were let go from the label.

Russell was disillusioned by these decisions, and when artists like Jefferies and Galbraith were released from their Flying Nun contracts, he decided to in his words “show [Flying Nun] a thing or two,” as their music was just as valuable as the label’s more commercial counterparts. To give these artists and their music a home, he began Xpressway Records. In Russell’s opinion, “we should make the music available to those people that want to hear it, and if those people are a scattering of people all over the world in tiny niches within other national markets … fine… it’s just what we’ve got to do” (Russell, 2000).

Various official Xpressway releases. Hocken Music and AV collections

Xpressway started as a cassette-only record label, but expanded to include vinyl and CD releases. Overall, there were over 20 Xpressway releases, with other recordings licensed from the label. Artists on the label included

Peter Jefferies

Sferic Experiment

The Terminals

Alastair Galbraith

Victor Dimisich Band

Wreck Small Speakers on Expensive Stereos

Peter Gutteridge

As well as these artists with material licensed from Xpressway to other labels

DoubleHappys

Sandra Bell

Mock-up of the back cover of the Terminals’ single Do the Void. Xpressway: Records of a Dunedin independent record label (1988-1993). Hocken Archives, 94-156

In 1993, Russell wrapped up the label, and, in 1994, gave Hocken the Xpressway archives. Russell also included other items in the donation: over 100 posters of local artists, and over 50 cassettes of live recordings of acts associated (mostly) with Flying Nun or Xpressway.

Correspondence between Russell and musicians reveals the frustrations, irritants, and (in some cases) jealousies between different parties. While this is in the guise of official correspondence between artist and the label, it is often personal in nature reflecting the close knit nature of the Xpressway music community. It is also interesting to note that hand-written, typed, or faxed messages are on any blank surface: the backs of photographs, envelopes, flyers, aerograms (remember those?), newsletters from Russell’s’ place of employment – it is all used.

Much interesting material is contained in the folder relating to Flying Nun, with business correspondence again revealing the frustrations and everyday realities of supply and distribution between labels, especially those relating to finances. The letters and faxes between Russell and Flying Nun staff running the label day-to-day in Auckland are friendly and informal; they relate personal and industry stories and reveal common frustrations with business, distribution, and (quite often), the musicians. Other folders also contain interesting – and often hilarious – exchanges between the label and correspondent.

Along with the papers are the posters and cassettes that Russell donated. The posters relate to gigs and album releases, and highlight local bands and artists (many on or associated with Xpressway), and many are hard to find. The tapes capture mostly live performances and some radio shows by local artists, but also artists from around New Zealand, in many different venues around the country. Some are recording sessions, or demos of material that may not have been released, and we are aware that these are possibly the master tapes for a number of recordings.

Various Xpressway tapes. Hocken Music and AV collections

Complementing the Xpressway papers, the Hocken also holds copies of officially released music from Xpressway:

Compilations Xpressway Pileup,Killing Capitalism with Kindness, and Making Loser’s Happy

The Xpressway papers and recordings are used by students and other researchers, with material frequently published on the artists, the label, and the wider scene. The popularity of the label, and the music that emerged from it will only increase the intrinsic value of this collection. The Xpressway papers (and associated recordings) are a fascinating look at how an independent record label is run in a small music community, where artists often performed in each other’s bands, or on each other’s recordings.

Each of us is an epitome of the past, a compendium of evidence from which the labours of the comparative anatomist have reconstructed the wonderful story of human evolution. We are ourselves the past in the present.

H.D. Skinner, The Past and the Present

This year’s inaugural New Zealand Archaeology Week (1-7 April) offers an opportune moment to highlight some of the Hocken’s archaeology-related taonga. Examples include the Otago Anthropological Society Records (1960-1983), Anthropology Departmental Seminar flyers (most dating to 1997), and a wide variety of archaeological reports, notebooks, diaries, letters and photographs including papers of David Teviotdale, Peter Gathercole and Atholl Anderson. More recently, our collections have been enhanced by the ongoing contribution of local archaeologists such as Drs Jill Hamel and Peter Petchey who regularly submit their archaeological reports, for which we remain deeply grateful.

One of our largest collections relating to the world of archaeology and anthropology are the Papers of Henry Devenish Skinner (1886-1978). At 3.14 linear metres in size, this collection comprises folders full of handwritten research and lecture notes, letters, photographs, scrapbooks and newspaper clippings pertaining primarily to Skinner’s archaeological, anthropological and ethnological work with the Otago Museum and the University of Otago, and also to his school days and military service. It includes personal correspondence detailing the collection of Māori artefacts, letters with Elsdon Best, S. Percy Smith, Willi Fels, and other notable anthropologists and collectors. Skinner’s papers also include a significant series of subject files relating to not only Māori and Pacific archaeology but also to that of Africa, Europe, the Mediterranean and the Middle East.

H.D. Skinner is fondly remembered as the founding father of New Zealand Anthropology. He is particularly known for his development of the Otago Museum, for his pioneering work on the archaeology of the Māori and for his comparative studies of Polynesian archaeology and material culture. He was the first Lecturer of Anthropology in Australasia, appointed Lecturer in Ethnology at the University of Otago in 1919 (where he lectured until 1952). He was appointed assistant curator of the Otago Museum in 1919, later becoming Director of the Museum from 1937 until 1957. Skinner was also Librarian of the Hocken from 1919 until 1928. Much of the collection expansion in the Otago Museum, and the importance placed on the collection and display of Māori and Polynesian artefacts can be attributed to him. He also expanded the Hocken’s collections, most notably in New Zealand paintings and drawings.

Skinner’s research on the Moriori represents a milestone in the history of Polynesian ethnology as the first systematic account of material culture of a Polynesian people. He set new standards in description, classification and analysis, and he demonstrated how ethnological research could contribute to important historical conclusions. Professor Atholl Anderson, Honorary Fellow of Otago’s Department of Anthropology & Archaeology, describes Skinner’s analyses of Māori material culture as prescribing the method and objectives of the discipline for over 50 years and his teaching as inspirational for several generations of archaeologists, especially in southern New Zealand.

Post researched and written by Dr Anna Petersen, Assistant Curator of Photographs.

Housed in the Hocken Photographs Collection is an album compiled by a World War I soldier, Francis Leddingham McFarlane (1888-1948) from Dunedin, who occupied a short-lived but significant place in the long history of the Shellal Mosaic.

Sapper McFarlane of the New Zealand Wireless Troop was serving in Palestine in April 1917, when fellow ANZAC soldiers near Shellal stumbled across pieces of this sixth century mosaic. The chance discovery was made during the second battle of Gaza on the floor of a captured Turkish machine gun outpost, located on a small hill overlooking the cross roads of what would once have been the main road between Egypt and Jerusalem.[i]

The soldiers reported their find to Senior Chaplain, Rev. W. Maitland Woods, who had a keen interest in archaeology and made a habit of entertaining the troops with stories about the Holy Lands where they were based.[ii] Rev. Maitland sought professional advice from curators at the Cairo Museum and gained permission to organise a group of volunteers to uncover and remove the remains.[iii] Sapper McFarlane was given the job of drawing what they uncovered (fig. 1).[iv]

Figure 1. The sketcher at work. P1993-024-012c

Album 213 includes three photographs showing sections of the Shellal Mosaic in situ (figs 2, 3 and 4), as well as a photograph of the sketcher at work and his completed drawing of the whole carpet-style design (fig. 5).

Figure 2. Mosaic floor discovered at Shellel. P1993-024-012a

Figure 3. Inscription and portion of border. P1993-024-013a

Figure 4. One of the circular designs. P1993-024-013b

A colour lithograph of McFarlane’s drawing was subsequently published in Cairo but, like the photograph, does not do full justice to the subtle hues. An example of the lithograph can also be found at the Hocken, housed in the Ephemera Collection (fig.6).

The full significance of Sapper McFarlane’s drawing is explained in a booklet, written by A.D. Trendall and published by the Australian War Memorial Museum in 1942, some decades after the mosaic was handed over to the Australian government in 1918. Trendall relates how a second drawing, made by Captain M.S. Briggs six weeks later, reveals that during the interim, portions of the mosaic went missing. Other soldiers probably took away pieces of the peacock and border in the lower right corner in particular as souvenirs and these proved impossible to recover. Fortunately 8,000 tesserae survived from the top inscription written in Greek; enough to learn that the mosaic once decorated a church dating to A.D.561-2 and honoured a bishop and a priest called George. Anyone wanting to learn the whole story plus an analysis of the imagery, technique and style, can read Trentham’s booklet, a later edition of which is housed with the album at the Hocken.

Frank McFarlane went on to serve as a war artist in the Middle East and continued to paint and draw after returning to civilian life. Other photographs in album 213 (all now available online via Hakena) help document McFarlane’s time during World War I in Mesopotamia (modern day Iraq). These include a view of the Arch of Ctesiphon near Baghdad (fig. 7) and a soldier operating a pack set wireless in the field (fig. 8). A sketchbook in the Hocken Pictorial Collections dates to the 1930s when McFarlane worked as a postmaster at Lawrence in Central Otago. It includes pencil portraits of local people in Lawrence and remnants of the gold-mining days.

Figure 7. Arch of Ctesiphon near Baghdad. P1993-024-005a

Figure 8. Pack set wireless in the field, Mesopotamia. P1993-024-022b

Frank McFarlane married Bessie King and together they had two daughters who became professional painters with work also represented at the Hocken that reflects a shared interest in vestiges of the past. Their paintings are not currently available online for copyright reasons but Heather McFarlane (1925-2011) married New Zealand diplomat, Sir Laurie Francis and a loose photograph in the back of album 213 shows her viewing the Shellal Mosaic on display at the Australian War Memorial Museum in 1965. A drawing by Shona McFarlane-Highett (1929-2001) entitled ‘Dunedin-Palmyra’ (1965) depicts a quarter of the city that was once inhabited by Assyrians. A photograph in the Dunedin Public Library Collection at the Hocken (P1990-015/49-264) shows a similar row of houses, presumably named after the Syrian city of Palmyra and since demolished.

Figure 9 Palmyra before demolition, 1971. P1990-015-49-0264

These days the Shellal Mosaic is internationally recognised as one of the finest sixth-century mosaics in existence and as we prepare to welcome more Syrian refugees to the city, it may be a comfort for them to know that the Hocken also preserves some memories and material of relevance to that part of the world.

[i] A.D. Trendall, The Shellel Mosaic and Other Classical Antiquities in the Australian War Memorial Canberra, Canberra, 1964, p.9.

[ii] General Sir Harry Chauvel, ‘Foreword’ in The Shellel Mosaic and Other Classical Antiquities in the Australian War Memorial, Canberra, 1964.

Staff at the Hocken are constantly on the search for new material to add to the collections. We rely on the generosity of donors and greatly value the contributions they make. Some other avenues used to hunt down relevant items include searching second hand stores, bidding at local and national auction houses and via online auction sites such as Trade Me and eBay. We are grateful to all those who alert us to material that may be of possible interest.

Purposeful collecting of ephemera began in the mid-1960s and although there are some older items in the collection, there is much earlier material that we would love to be able to add. The ephemera collection includes a wide variety of printed items from programmes, tickets, menus, leaflets, to posters and packaging. The collection focuses particularly on Otago and Southland material but does include items with a national scope too.

Here are pictured some items for local businesses, some of which are now defunct, that were recently found and purchased via Trade Me. They include a Huia Cream cap (the Hocken Collections occupy the former Otago Co-operative Dairy Company Limited building where Huia products were manufactured); a Manda Ice cream sticker (a company that was founded in Invercargill); a box for F. Wilkinson’s Emulsion of Cod Liver Oil (a chemist in Caversham, Dunedin); a hat box for D.I.C. (the Drapery and General Importing Company of New Zealand Ltd was established in Dunedin in 1884); and a Coulls Somerville Wilkie Ltd packaging sample book that features wonderful examples of packaging for a variety of local firms such as Hudsons and D.W. Johnston & Sons Ltd and is dated from c.1950s. Other recent purchases include a small sheet of stickers featuring the iconic brand for the New Zealand Apple and Pear Marketing Board, and a striking poster for the 1975 Labour Party election campaign.

All of these items reflect aspects of New Zealand society and culture at the time they were manufactured and used; they are now valuable resource material that is available to all Hocken researchers.

Every year for Te Wiki o te Reo Māori the Hocken develops a Foyer Exhibition to promote Māori collections, Māori research and Māori language. In 2015 Jeanette Wikaira and Dr Anne Marie Jackson from Te Kura Parawhakawai, the School of Physical Education, Sport and Exercise Sciences, worked with the Hocken’s poster collection to develop Te Reo o te Hauora – Te Hauora o te Reo. This small exhibition examined Māori Health Promotion posters to plot the development of Hauora Māori, looking at the wider socio-political context from which Māori health promotion grew, from the 1950s through to more recent Māori health promotional campaigns. The display also considers how the development of Maori Health corresponds with the health of the Māori language through the increasing use to Te Reo Māori within health promotional material. From this collaboration, an online exhibition will also be developed with Te Koronga, a Māori postgraduate research excellence group within the School of Physical Education, Sport and Exercise Sciences. The Hocken has digitised a collection of Māori Health Promotion posters for this project ranging from the 1950s through to the 2000s; some of which came from the University of Otago’s Smithells Gymnasium and were donated to the Hocken from the School of Physical Education.

Te Reo o te Hauora – Te Hauora o te Reo is up until August 28th.

HAUORA MO NGA IWI MAORI – HEALTH PROMOTION FOR MĀORI

Historically health promotion for Māori applied generic health promotion campaigns to Māori individuals and communities. The health promotion objectives seen in the posters from the 1950s, was to promote European notions of ‘good’ health to Māori such as cleanliness and sanitation and framed within a deeply entrenched view that Māori needed to assimilate into European society in order to survive. A commonly held perception from the mid-nineteenth century through to the early twentieth century was that the Māori people, language and culture would be incapable of withstanding the progress of Western civilisation and colonisation.

KA WHAWHAI TONU MĀTOU – RESISTANCE AND ACTIVISM

Resistance and activism increasingly became strategic approaches of Māori development throughout the 1960s and 1970s. After the 1970 Young Māori Leaders Conference held at Auckland University, the first truly radical group, Ngā Tamatoa, took the issues of Māori rights into the public arena and protest action headlined across New Zealand with the Land March of 1975; the occupation of Bastion Point in 1977 and the 1978 occupation of the Raglan Golf Course. Māori activism also created proactive community projects such as a nation-wide petition for the recognition of Māori language in the education system. The petition contained 30,000 signatures seeking support for Māori language to be taught in schools. The argument over the value associated with Māori language use in a modern world was at the heart of the debate and bilingual schools and community initiated language approaches such as Te Ataarangi and Te Kohanga Reo developed in this period.

TEKAU TAU O TE TIPURANGA MĀORI – THE DECADE OF MĀORI DEVELOPMENT

Self-determination ran at the core of Māori protest in the 1960s and 1970s. This protest acted as stimulus for change and the creation of ideological space for contemporary Māori development. The decade of Māori development launched at the 1984 Hui Taumata heralded major transformations in approaches to Māori social, cultural and economic advancement. As part of the transformative process, a Māori developmental agenda was incorporated into government strategies and policies and this can be seen in the Māori health promotional material over this period. Māori health promotional material transformed radically throughout the 1980s and 1990s in comparison with previous decades. The use of Robyn Kahukiwa’s art was instrumental in creating a visual imagery of Hauora Māori that situated Māori in the Māori world. With this new imagery and a heightened use of Te Reo Māori in the form of whakatauaki or traditional sayings, Māori health messages at this time, many of which had an anti-smoking message, were reframed from a deficit approach to a more positive and aspirational approach referring to Māori health as a taonga to be nurtured.

HAUORA MĀORI

Hauora Māori recognises a notion of health that is framed within the parameters of a Māori worldview and requires a sound understanding of the social, economic, political, cultural and historical determinants of health among Māori people. A Māori worldview is the cultural and philosophical perspective of Māori health that maintains continuity with traditional knowledge, identity, language, customs and beliefs, along with contemporary and future focussed perspectives. In this way, Māori health is not limited to physical, mental and spiritual conditions of today. It recognises the relationship with past experience and knowledge, as well as aspirations and concerns for future generations. Māori health promotional material from the 21st Century moves some way towards reflecting Hauora Māori, in particular with the use of Te Reo Māori and the portrayal of Māori in everyday contexts. However with changes in Government funding priorities and the development of iwi Māori ability to provide Hauora services and messages directly to their communities, Māori health posters over recent years, when compared to previous decades, have taken on a mainstream approach to Māori Health promotion.

Recently, whilst moving the posters collection from the upstairs pictorial collections stack to new cabinets downstairs, a fantastic assortment of old Hollywood film posters was rediscovered. There are just over 60 posters ranging in date from the 1931 Marx Brothers’ film “Monkey Business” to the 1954 film “Saskatchewan”. They were all donated to the Hocken Library in 1976 and had belonged to William Strong of Naseby.

The Hocken Archives collection includes a collection of William Strong papers [MS-1078], and these incorporate another set of Hollywood film posters from the 1940s and 1950s. William Strong was a watchmaker and jeweller who took over the watchmakers shop in Naseby opened by his father Robert in 1868.William was involved in a variety of local organisations, including the Naseby Cinema whose audience was likely drawn in by these enticing and colourful posters.

The Hocken Posters collection included a fairly limited range of New Zealand related film posters until last year when a concerted effort to improve our holdings was made. Many posters have been sourced via online auction sites. Coverage includes the 1947 film “Green Dolphin Street”, which features a destructive New Zealand earthquake, and the 1964 film “Runaway”, that starred Colin Broadley along with Barry Crump, Kiri Te Kanawa and Ray Columbus.

We continue efforts to improve our holdings of New Zealand film posters and ephemera and make them available to researchers of the New Zealand film industry.

Please ask at the downstairs reference desk or email Katherine.Milburn@otago.ac.nz if you have any inquiries relating to the posters and ephemera collection.

In 1966 Hocken Library staff wrote to all the candidates in the general election requesting examples of their electioneering pamphlets, brochures, and the like. Hocken staff have continued to contact all political candidates in every general election since then, and there are currently ca. 40 boxes of printed election ephemera in the library; including some ephemera from pre-1966 campaigns. This material is a rich resource for researchers of New Zealand’s election and political history that supplements the wide range of political publications and papers held at the Hocken.

The response rate of candidates to our request is quite variable, despite the careful efforts of library staff to contact every candidate and political party. It is important to ensure that all views are represented and that material for the full political spectrum is available for current and future researchers.

In 2014 several hundred candidates will be contacted by e-mail and asked for donations of their electioneering material. We will also be asking our fellow librarians throughout New Zealand to assist with the acquisition of this material.

If you would like to help us by donating pamphlets, brochures, posters, stickers, etc for any of the candidates throughout New Zealand, please send material to Katherine Milburn, Liaison Librarian (Ephemera), Hocken Collections, PO Box 56, Dunedin 9054. All donations will be gratefully received.

Music Month has rolled around once again! This year, to draw attention to the recordings and music-themed material we have in the collections, we have created six posters that illustrate our interesting (and often decorative) holdings.

The posters are currently displayed in the University of Otago’s stone archway on campus. They represent the various aspects of the music collections, including The Dunedin Sound, locally-focussed music sheets, and early 20th Century Māori music released on major international labels (and the attractive sleeve that accompanies it). We have also included an image of some of our more interesting and rare formats: cylinder, mini-CD, and (intriguingly) a disc the size of a business card. Also featured are examples of our music posters and music ephemera: programmes dating back to the 1920s.

Some of the images are well-known: the cover of ‘Doledrums’ by The Chills is hand drawn by the bands founder, vocalist and songwriter, Martin Phillipps; while the cover of ‘Bird Dog’ by the Verlaines is by John Collie, local musician and artist. The sleeve for Columbia Records’ Māori Recordings would have been familiar in the 1930s, but is now mostly forgotten to all except collectors and music historians. Graphically designed in red and black, the sleeve speaks to the Māori Marae design on the disc’s label. This label was used for local Māori recordings on Columbia Records.

The eye catching poster for the Royal Comic Opera ‘Our Miss Gibbs’ dates to 1911 and this production was described in the Otago Daily Times at the time as “…the Greatest Musical Comedy Success Of Our Generation.” The ephemera collection includes a large number of programmes for a variety of musical events in Dunedin from the late nineteenth century through to the present day. Some colourful examples of these are represented on one poster and they demonstrate a few of the musical genres included in the collection.

Among our largest collections of business archives are the records of rope makers Donaghys Industries, who began operations in Dunedin way back in 1876. They are still in this trade 136 years later, but have also widely diversified into the rural, industrial, marine and aquaculture markets. In the 1990s the company moved its head office to Christchurch but it maintains offices in Dunedin and Melbourne.

Hocken’s relationship with Donaghys goes back to the 1980s when we received most of the current collection. In 2010 staff were invited to the company’s Bradshaw Street premises where we collected further financial records, photographs, administrative files, photographs, ephemera, and other records, some dating back over a century. Arrangement and description work was completed in 2011, increasing the size of the collection by over 50 percent to 45 shelf metres (that’s 2,500 individual items). More recently, the entire collection was entered onto our Hakena archives and manuscripts catalogue which has made the collection much easier to search and access.

Shown here are some label illustrations (MS-3560/0560) and 1960s photographs taken by Campbell Studios in Dunedin (MS-3560/0633). Two show rope manufacture processes, an in one a worker can be seen in the famous 380-metre ‘rope walk’. Another shows a bale of rope bigger than a Mini.

We are delighted that Donaghys Industries have ensured the preservation of their historic records, and are always interested in hearing from other local businesses.

Today we’d be surprised to see tea marketed to teenagers. However, in the 1960s, the New Zealand Tea Council made a concerted effort to engage with youth culture, promoting their product with brightly coloured ‘mini-magazines’ which included posters they described as ‘tea-riffic’ and ‘psychedelic.’ These posters were reported to have ‘caused a sensation right around New Zealand,’ ‘making the scene […] anywhere the “switched on” movement gathered.’

One of the ‘mini-mags’ c.1968 was clearly published in the warmer months. Featuring a range of recipes for iced tea drinks and ‘go-withs,’ it presented tea as the go-to drink for any occasion. On one page, readers are encouraged to ‘throw a partea,’ with recipes provided for alcoholic and non-alcoholic punches. A recipe for one of these, ‘Tea-juana punch,’ is provided below. Another page promotes iced tea as the right drink for the ‘surfin scene,’ and offers a glossary of ‘surfin’ terms.’

Featured also is a ‘Pop Profile’ of Auckland band the Dallas Four (incidentally the winners of the 1968 nationwide ‘Tea Rave Band Contest’). They are photographed with their preferred drink of iced lemon tea. Trade publications (titled Teamen) from the Tea Council indicate that along with the ‘Tea Rave’ contest, a wide range of events were sponsored throughout the country to promote tea to a younger audience. They included a ‘Tea Dress’ contest, a ‘Tea is Fashion’ event, and a ‘Great Tea Race.’

As the Tea Council was simultaneously directing its advertising towards older age groups, the intensity of their push could well have been a response to something happening in the marketplace – perhaps competition from coffee? Instant coffee was introduced to New Zealand in the 1960s, and a quick check of a New Zealand Official Yearbook from the period suggests that the Tea Council might have had valid cause for concern. In 1968, New Zealand imported 7,179,006 tonnes of tea, and 3,972 tonnes of raw coffee. The corresponding quantities in 1970 were 7,636,228 tonnes and 6,123 tonnes, respectively – reflecting quite a caffeinated leap ahead for coffee!

The Council’s promotion of tea to teens revolved around the concept of tea as a new and exciting option, part of the counter-culture almost; one that could set a drinker aside from their peers as a ‘fashion leader’ or a ‘trend setter.’ The kind of people who ‘woke up to tea’ were ‘not afraid to laugh at convention.’ Drinking tea was presented as a rebellion of kinds; a chance to ‘sort the way-outs from the never-ins.’

The advertising recognises teenagers as active consumers with ample leisure time. One poster encourages the ‘tea-in,’ a ‘laze-around listen-along tea session where you invite your friends, listen to the latest and just be downright different. […] A ‘tea-in’ can be as mobile as you like. Load your surfboards, transistor record player, bikini and suntan lotion into the car, pack a couple of thermos flasks and throw a ‘tea-in’ beach style.’

It’d be interesting to know how these advertising efforts were received. Do you have any recollection of them? Did they convince you that ‘tea is the fashion?’

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